New promotional campaign for public transit
STM – Déjà là!
Montreal, May 21, 2002 -
Claude Dauphin, chair of the Board of Directors, and Jacques Fortin, director-general,
launched a new promotional campaign today. The campaign promotes public transit to
residents and tourists as a way to attend vacation activities and major events this
summer. With the motto "Déjà là" (Already there), this campaign will present
the STM as being at its clientele’s service to get them quickly where they need to
go. The message will be broadcast through advertisements in the metro and bus, information
stands in the metro, onsite promotions, and advertisements in the Métro
newspaper.
Mr. Dauphin noted that the STM has adjusted its service year after year to serve the
demand associated with cycling events, fireworks, festivals, celebrations, the Grand Prix,
and so on. In 2002, it will be the official carrier of several events including the
Lachine Canal opening-day parade (25 May), Museums Day (26 May), Montreal Alouettes
footbal (beginning 20 June), World Youth Days (17-22 July), and the Children’s
Festival at Maisonneuve Park (17-18 August). "Each of these events is an opportunity
to encourage as many people as possible to use our services."
An original poster campaign
Beginning in June, four original concepts created by Agence Cossette
Communication-Marketing will be posted in bus shelters, on and in buses, in metro cars,
and in downtown metro stations. The posters present situations where a character is
dreaming of an activity and chooses public transit as the fastest way to get there. The
motto "Déjà là," a spontaneous expression in common use, gives the message
its strength and clearly evokes the idea of efficiency that the STM wants to promote.
Stands to inform and listen to clients
The STM will also put up stands at strategic points in the transit network to inform
clients about its services and information tools. "This public relations operation is
also meant to listen to clients, because their suggestions and comments are an essential
source for ideas for improving the STM," Mr. Dauphin added.
The team will therefore begin its tour this week at Berri-UQAM metro (21-25
May, 9:30 AM – 3:30 PM). It will continue to Complexe Desjardins (27-29 May), Atwater
metro (30 May – 1 June), Peel metro (3-6 June), Jean-Drapeau metro (7-9 June, for the
Grand Prix), and McGill metro (10-15 June). The schedule for other station appearances
will be published in Métro.
Personnel will have available all the tools they need to answer questions and help
people with their trip, including the 2002 edition of the system maps and metro maps. A
computer linked to the STM website will also allow them to calculate itineraries for the
specific needs of each person.
Urbain: the STM’s official mascot
The STM will be present at public events, not just as official carrier, but in the person
of its new mascot Urbain. Urbain is the company’s ambassador – friendly,
informed, and mischievous, he charms both old and young. He promotes the STM’s
services and conduct and security rules for the transit network. He’s a perfect
travelling companion!
Inauguration of the customer services counter
The president also inaugurated the renovated Customer Services Counter at Berri-UQAM
metro, "a place to remember well!" The counter is a central location for all STM
customer service. Clients can consult a new interactive computer station for any
information they might need about their trip. A free telephone provides a hotline to the
Réseau de transport de Longueuil, the Société de transport de Laval, and the Agence
métropolitaine de transport. All Planibus leaflets (schedule and maps for each bus line),
maps of the network and the metro, and documentation on the STM are available there, and
clients can correct any transaction mistakes, get damaged or demagnetized tickets or CAM
passes exchanged, and subscribe to the CAM by Mail service, Mr. Dauphin explained.
20 000 items found every year
The Customer Services Counter also contains the Lost and Found section for the buses, bus
depots, and metro stations and cars. Key chains, credit cards, bags of every kind,
umbrellas, clothing (mittens, tuques, scarves, shoes), and many other kinds of lost
property are sorted and await their owners here. More than 20 000 are found in the
network every year, of which 20% are recovered by their owners. Items are kept for between
one and three months. The STM gives items that remain unclaimed to charity (items that
could be useful to them, especially clothes) and, once a year, offers other items of value
for sale in lots.
The Customer Service Counter is open Monday to Friday from 8 AM to 6 PM.
The STM is "déjà là"
"Although I unfortunately can’t say that summer is ‘already
here,’" concluded Mr. Dauphin, "the STM is ready to welcome citizens and
tourists on their way to enjoy the many activities and celebrations in our new city of
Montreal."
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